Thank you. It's a very good question.
As we've experienced in the past, international competition on a direct bottom line can sometimes be an insurmountable problem for Canadian pork producers. That is why the Canadian pork industry has been and will continue to be focused on branding and added value. We need to position Canada as a premium pork product worldwide and enhance our value and our choice. We do not want to place Canada or our industry in a situation where it's simply a race to the bottom and whoever produces the cheapest product will sell it to the person with the most efficient buying power.
At the Canadian Pork Council, we have worked very hard, along with other industry stakeholders, to brand our product internationally as a premium product and a safe product. Branding, country recognition, and food safety initiatives with the government and the CFIA will be the best things that we can do to brand us internationally and protect those export markets. We need to make sure that we create a product that other countries want to buy, not just the cheapest commodity product on the worldwide stage.